CONSUMER DECISION FACTORS OF CASUAL WOMEN'S WEAR ONLINE RETAIL CHANNEL

摘要

Based on 4Cs and filtered by industry experts, 16 consumer decision indicators of casual women's wear online retail channel were obtained. The indicator influence on 244 consumers was collected by questionnaires and indicators were classified to five factors (Experience, Safety, Consumption, Display, Aftermarkei) by the exploratory factor analysis (EFA), which revised by the confirmatory factor analysis (CFA). The research hypotheses were developed by using structural equation modeling (SEM), and proved that the performance of Display and Safety would have positive effect on the consumer judgments on Experience and Consumption while Experience also has positive effect on Aftermarket.